How to Get Your Business Online
Building a Web Site to Promote Your Business
by Margaret M. McGillin
President, WOWFactor, Inc.
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You have decided your business needs a web site. Considering the Internet has reached a pivotal stage
where users can find distinct, definable areas, now is a great time to go online. In NetSmart's recent report,
"What Makes People Click," 63% of those surveyed report visiting the Internet to seek specific information
about goods and services. Eighty-one percent report using the Net to research major purchase decisions.
Thirty-seven percent purchased products online; 46% bought at retail stores.
While an Internet presence can cost you time and money, it can also make you money. Before you put your
business online, consider:
1.The objectives of your Internet presence should mirror your organization's overall objectives. Who are
your audiences and what is your message to each? Will your site's design and content help you reach your
goals? 2.Locate your web site where your customers and prospects are. 3.Consider image and return on
investment when you choose your site's location. Is it important to you to be located in a well-marketed
space that allows you to keep up with the latest web marketing techniques and technological advances?
4.Define ways to measure the success of your site before you go online. Will the Internet allow you to
service and sell to existing customers more effectively? Can you avoid time-consuming, "false" leads by
publishing detailed information about your company online?
Next, you must make some decisions about your web site. How important is it that your company have its
own domain name (for example, http://www.yournamehere.com)? Is the benefit worthy of the long-term
costs? Then, you'll need to register your domain name, or your Internet address. The registration fee to
InterNIC is $100 for two years, with a $50 maintenance charge each year thereafter. If you contract out
your web site construction, ask the web developer to take care of registering your domain name for you.
Next, decide whether to build your own site or contract out the design and construction. If your web site
will be simple, perhaps a single home page with some text and your logo, you could probably handle the
design and programming yourself with web authoring software -- provided you have the patience and
interest to learn. You must also decide whether you will host your own site or contract with a web hosting
company.
For more complex sites, including databases, audio or video, you should consider outsourcing construction.
Visit sites the firm has created, get references and stick with a company that understands your industry.
Don't assume that your web designer can handle all aspects of building your site. You may need to
assemble your own team, including an Internet marketing expert, a designer and a programmer.
Finally, you must let people know you're online by getting your site's name listed in online directories. An
easy way to put your site's name on a variety of directories is to fill out the proper forms at http://submit-
it.permalink.com/submit-it/. You should also promote your site to existing and potential customers through
conventional marketing methods.
Building Your Own Web Site
Most online services offer easy ways to create your own home page with software that makes it simple for
even a novice to use HTML, the programming language of the Internet. Make sure you can take your home
page with you if you want to use your site in another location.
There are several off-the-shelf HTML authoring software packages on the market. Some popular packages
include: Adobe PageMill ($99), Macromedia Backstage ($399) and Microsoft FrontPage ($149 list, $109
for Microsoft Office 95 users, $99 street price).
Hiring Others to Build Your Site
When you contract out your site's development, you provide the strategy and content; the web developer
builds the site. HTML programmers typically charge $30 per hour. CGI/JAVA programmers, who
specialize in programming graphics, bill an average $80 per hour, as do graphic designers. Web developers
can create your site for about $2,000 to $15,000.
Hosting Your Site
In cyberspace, your business' location is just important as it is in real life. You'll need to consider
viewership, costs and more when you choose your location on the web.
To host your own site, you'll need a web server (about $15,000), an high speed modem connection (about
$2,500 per month) and one full-time employee ($5,000 per month) to manage the site. Additional security
will require thousands of dollars for special hardware, software and back-up security tools. Always use a
PC separate from your company's system as a server for security reasons.
If you contract out your site's hosting to either an Internet Service Provider (ISP) or a property (such as a
mall, directory or online magazine), you will likely be charged for a set-up fee, rent, space and traffic. Plan
on spending around $3,000 or more per year for hosting. Space is usually limited to a fixed amount with
extra costs for additional space. Traffic can be limited to a certain number of "hits" or visits, depending
upon the number of files downloaded from your site. Graphically rich sites require more files. There can be
fees to update content as well.
To find a hosting service, look for sites on the web that appeal to you and could attract your customers and
prospects. Determine which services will market your business well and which draw significant numbers of
users to the property and its businesses.
Whether you have your own web site or simply surf the Internet, you should invest in an anti-virus software
package that will scan your computer for any viruses that could threaten or destroy your files. Also,
consider purchasing a back-up system that creates a separate, storable copy of your computer's contents, in
case your system breaks down.
Creating your web site takes time, but it is only part of the job. The rest involves developing a strategy,
working with the right mix of talent and promotion, choosing a good location and responding to online
inquiries.
Margaret McGillin is President of WOWFactor, Inc., a marketing and hosting services company that
encourages women to be on the web. Visit WOWFactor at www.wowfactor.com.
Copyright©1997 WOWFactor™, Inc.
All Rights Reserved